FOCUS Asian: The Media Landscape 2018

The fastest-growing minority population, Asians are increasingly important, yet often overlooked. This study provides a comprehensive look at the media subscriptions, habits, and lifestyles of Asian TV viewers.

TOPIC AREAS

How is the competitive environment for multichannel and SVOD services evolving? How are Asians watching TV content? What new TV/streaming services are Asian viewers adopting? What devices and platforms do they have and use to watch TV, both in and out of the home? How about live streaming?

How are Asian viewers prioritizing TV services? What do is their primary source of TV? What are the motivations and circumstances for using different services (e.g., multichannel, DVR, VOD, Netflix, Hulu, TV Everywhere, network-specific sites/apps)?

What are Asians’ plans for their TV subscription services? What do they perceive to be the key benefits and drawbacks of traditional MVPDs and digital MVPDs? What is the market potential among Asians for skinny bundles, à la carte services, and other new package options?

How much TV are Asians watching in-language and how (Asian-language or foreign programming package subscription, streaming, etc.)? What is the role of Asian-language or foreign content on subscription intentions?

What are the demographic, psychographic, and viewing profiles of Asian cord-cutters, cord-nevers, Asian-language viewers, and other key segments?

How much and what type of short form video content are Asian viewers watching? What is the impact of short form video on long form content viewing?

Topic areas may vary based on industry trends and client feedback.

SAMPLE & METHODOLOGY

This study contains the Asian oversample data from State of Pay TV, OTT & SVOD (300 English-language online surveys of a nationally representative sample of television viewing Asian heads of household 18+) and State of Viewing & Streaming (300 English-language online surveys among Asian streamers 18+). In-language oversamples available upon request.